Online marketing is to be increasingly directed towards women, following changes in the sector, an industry expert has said.

According to Chris Sanderson of forecasting consultancy The Future Laboratory, the fact that there are more women using the internet than men suggests that "the web ad industry [has] turned female".

This is down to the fact that women are earning more, are in stronger business positions and are the ones purchasing online experiences, as well as remaining in control of the family purse strings, he explained.

Mr Sanderson further predicted, during his speech at ad:tech London – an interactive advertising conference – that the next 150 years for those involved in internet marketing services would be very much female-oriented.

His comments follow research from IPC Media, a consumer magazine publisher, which revealed women are logging on to the web more now than they were two years ago, with an average of 4.2 times a day, compared to 4.01 times in 2007.

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